Fatma Nazlı Köksal

Fatma Nazlı Köksal

Participant in 2015
Work history Research Assistant (September 2015-.......)
Eastern Mediterranean University,
Faculty of Communication and Media Studies,
Research Assistant (February-September, 2015)
Eastern Mediterranean University,
Directorate of Alumni Communication & Career Development
Research Assistant (September 2013- February 2015)
Eastern Mediterranean University,
Faculty of Communication, Department of Visual Arts & Communication Design, Art & Design Center
Research Assistant (September 2010- June 2013)
Eastern Mediterranean University,
Faculty of Communication, Department of Public Relations & Advertising
Study history PhD - “Mythical Approaches and Image Construction in Advertising”
MA - “The Use of Artwork Images in Advertising: A Visual Rhetorical Analysis”
Publications Köksal, F.N. (9-11 May 2012). The Role and Usage of Visual Rhetoric in Advertising.ICCMTD 2012 Proceedings, pp. 466-468. İstanbul, Turkey.

İnatçı, Ü. & Köksal, F.N. (21-23 Mayıs 2014). Reklamın Saklı Dili: Retorik /Hidden Language of Advertising: Rhetoric. Uluslararası Müzik ve Medya Sempozyumu 2014, Yıldız Teknik Üniversitesi, İstanbul, Türkiye.

Phd Projects


“Mythical Approaches and Image Construction in Advertising”

The present study addresses the issue of sublimation which is created by using visual images as myths in the design of advertisements. I would like to draw attention on how advertisement, by referring to the behavioral archetypes within social lives of humans creates a devotion object and aggregates masses onto a mechanical submissiveness.
Contemporary means to create ideological expressions for mass media is nearly unlimited, of which advertisement is a regularly used social propaganda tool. Industrial methods are being used to reproduce images in advertisements as conveyors of meaning. Therefore, advertisers use famous movie stars, singers, politicians or athletes which can be expressed as parts of a modern myth. Core idea of this study is to find the type of mythical approaches used in print advertising, how they affect the construction of a certain phenomenon and how people perceive and experience these ‘constructed’ phenomena within the scope of advertiser -audience-advertisement trilogy. On that account phenomenological analysis is used as a method because it becomes possible through phenomenology to understand the experiences and reactions of people to the advertisements more thoroughly.
Furthermore, advertisements support the system by motivating consumption. Nearly every factor is being merchandised by media and advertising companies. The current study addresses the urge of authority to control masses, enforcing its ideological tools to their maximum and takes into account the merchandising of the socio-cultural structure of an individual’s environment for such purposes. Hence, media texts chosen for research analysis (advertisements) are planned to be criticized under Critical Theory. At this point, handling and examining advertisements also regarding with cultural anthropology, sociology of everyday life as well as psychology. Cultural anthropology studies the ontological dimensions of society’s relationship with the connotative meaning of object being advertised. Sociology of everyday life examines the existing concerns of masses regarding the influence of societal structure. Psychology is related with the way individuals understand and internalize images and focuses on the differentiation of personal, communal and collective memory. Examination of advertisement without referring to these three disciplines can only lead to mere economic evaluation and so, this study considers the three disciplines when examining the relationship between images and myth in advertising.
This study aims to identify and analyze the constructed meaning in print advertisements that uses modern myths as visual images and to offer critique for the advertisement industry via anthropological and ontological bases.
Key Words: Advertisement, image, myth, sublimation, imitation, identification, phenomenology.


Dissertation title Mythical Approaches and Image Construction in Advertising

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